What Makes Us Click: The Art and Science of Clickbait

By: Anthea Yuen | Seasonal Public Relations Intern | Digital4Good

Imagine this scenario: you’re browsing YouTube in search of a video to watch when you come across a brightly colored thumbnail with shocking visuals and an attention-grabbing title. Curiosity piqued, you click on the video—only to discover the content of the video is much more mundane than the thumbnail suggests.

Provocative images and sensational titles are common tactics used to garner views and clicks on online content. Clickbait has long played a role in content creation and marketing, but when does it go too far?

What Is Clickbait?

Clickbait is defined as text or visuals used to entice viewers to click on a hyperlink, thus bringing more traffic to a webpage. Due to its sensational nature, clickbait has gained a controversial reputation, with many criticizing the tactic as being deceptive and misleading. 

Forms of Clickbait

Clickbait can take many forms, including article headlines and display ads, but nowadays, its most common usage is in YouTube thumbnails. Popular YouTubers like SSSniperWolf will use a combination of eye-catching imagery and shocking titles, such as “I FAILED THE EASIEST TEST” and “Don’t Watch This Horror Short At Night,” to accumulate millions of views on their videos. 

Why Use Clickbait?

The simple answer is this: because it works. Clickbait is easy to recognize, but hard to resist. Brands and creators are constantly competing for engagement in an ever-changing digital landscape. Despite its controversial nature, clickbait has proven itself to be a reliable method of attracting attention and standing out among a myriad of competitors. 

What Makes Clickbait Work?

Curiosity

Clickbait piques Internet users’ curiosity. Titles like “You Won’t Believe What They Found!” or “We Went to an Abandoned Building. Here’s What Happened Next” give just enough information to spark interest without giving away the “best” part. 

Emotion

Appealing to negative emotions like anger is particularly effective in boosting traffic. Clickbait titles will often encourage the user to “hate-read” or “hate-watch” an article or video. “Hate-watching” is a phenomenon in which the viewer derives entertainment from consuming content they dislike, typically with the intention of mocking or criticizing the content. 

Polarization also plays a role in appealing to Internet users’ emotions. Content that skews either extremely positive or extremely negative appeals to people on either side of the spectrum. “Supporters” may enjoy having their existing viewpoints affirmed, while “opponents” engage in hate-watching.

Dopamine

Many of our decisions are based on the release of dopamine, the pleasure hormone. For instance, cute images of baby animals trigger a release of dopamine in our brains. Accordingly, thumbnails that feature adorable animals tend to garner more clicks.

Is Clickbait Bad?

Although clickbait is neither inherently bad nor good, it is often used dishonestly. “Bad” clickbait deceives viewers, promising life-changing advice or fascinating stories yet leaving viewers feeling disappointed. 

Misinformation and Clickbait

In more extreme cases, clickbait can even facilitate the spread of misinformation. Article headlines may capitalize on polarization to elicit extreme responses and emotions from viewers. Even if the article itself provides factual context and presents a nuanced view of the situation, Internet users may ignore the article altogether and share screenshots of the startling headline.

What Does This Mean For Us?

From shocking thumbnails to sensational headlines, it’s clear this eye-catching marketing tactic is here to stay. Clickbait is almost unavoidable, no matter where you look on the Internet. 

Practicing digital literacy is crucial to combating the spread of misinformation via clickbait content. For resources that aid in the development of essential digital literacy skills, check out Digital4Good’s Social Media Literacy Curriculum.